There, in front of the building that housed one of the biggest digital agencies at the time of the .com boom, was a mountain of hundreds of black Herman Miller Aeron chairs, valued at $1,800 each. They were piled a story and a half high. It was that visual that led us to the philosophy of “don’t buy chairs.”

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The statement is common sense. It’s about not wasting focus or cash on silly distractions. It’s about resisting the urge to buy expensive crap such as a waterfall for your lobby because you think it will spice up your business model. It’s about investing in the quality of your product, strengthening the perseverance of your team and ensuring that your customers tell their friends about your business. When you can check off these bullet points on your business plan, you’ve earned the right to buy your chairs. Here's why:

Tom Lotrecchiano and Joe Schmidt's flagship company, Canvas on Demand, was selected as an Ernst and Young’s Entrepreneur of the Year finalist before they sold it. They are currently finishing their first book with RTC called EntreMANUREship.